Past (and shorter) versions have included Osama bin Alexander and Alexander Gargamel Powhatan Genghis. One of those changes involved adding "Klaus-Heidi" to his name in a bid to win a recent contest put on by German airline Lufthansa, which hoped to get a Berlin-loving Swede to change his or her name in exchange for a rent-free year in the capital (42 did so, Bloomberg reports; Ek didn't win, though he went the extra mile and made his name "Klaus-Heidi Bratwurst). Ek doesn't seem to see much downside to his mouthful of a name: "I don't always get my mail and sometimes the electricity bill is late, but that's part of the charm."